The Shared Story: How Narratives Affect Consumers’ Sense of Community and Support for CSAs

Urban Farm DB summary

This study, an online between-subjects experiment, examined how consumers (n=182) respond to narrative versus non-narrative email messages from CSAs. Results indicated that consumers who read a short narrative were more likely to feel positive emotion, a communal connection to the farm, and support the farm than those who did not read a narrative. Additionally, a first-person perspective was viewed as less credible than a third-person perspective.